J. Richard Madaus, Ph.D.

College Center for Library Automation

Presentation to the

South Dakota Library Network Advisory Council

Rapid City, South Dakota

September 20, 2006

Technology Popular Culture,Technology Popular Culture,

and Librariesand Libraries (or) (or)The “Hurrieder ” We Go, The “Behinder ”

We Get

Before we start – Before we start – let’s mention the world of let’s mention the world of booksbooks

They are still here There will never be enough budget

to buy all the ones we need

Book sales data from the Book Book sales data from the Book Industry Study Group (BISG)Industry Study Group (BISG)

1993 – 19 Billion Dollars

2002 - 34.8 Billion Dollars

2003 - 36.5 Billion Dollars

2004 - 38.4 Billion Dollars

2005 – 40+ Billion Dollars?

Multiple foundations of Multiple foundations of information resources information resources supporting library servicessupporting library services

PrintPrint ProprietarProprietaryy

ElectronicElectronic

FreeFree WebWeb

““We are not who we are by We are not who we are by the talents and abilities we the talents and abilities we

possess.possess.We are who we are by the We are who we are by the

choices we make.”choices we make.”

-- Albus Dumbledore

Authentication and Rights Management

Automating Reference

Biometrics

Blogging

Broadband

Copyright

Customization and Personalization

Data Transmission

Death of MARC

E-Resource Management

Evaluation of Internet Sources

Game Technology

HandheldsHiring good Systems personnelHome Scholar

Human Factors

Infrared

Institutional Repositories

Integrated Online Library Systems

Interoperability

JPEG 2000 Metadata Harvesting

Metasearching/Federated Searching

OPACs and User Behavior

Open Access

Open Source

Open URL

PDAs/Portability of Data

Personal Information Management(PIM)

Personal Search Software

Policies and Technology

Preservation of New Media Formats

Privacy and Electronic Confidentiality Scanning vs. Reading

RFID RSS

Search Engines and Research

Security, Digital Rights Management

Self-PublishingSpam Filters

Storage/Organization of Data

Submerging Technologies

Trust Management

USA Patriot Act

User Centered Design

User Interface Design

Web Services

Web Usability

Wireless/ Wireless Security

XML

What’s important RIGHT NOW?

How much do WE allow the new How much do WE allow the new technologies to change our technologies to change our services? services?

How much do we really know about the information seeking/using habits of the popular culture in the world around us?

How much of popular cultural behavior has real implications for library services?

And what actions do we take based on what we think we now know?

Let the adventure begin.............

OCLC OCLC Marketplace Trends Marketplace Trends 20032003 tell us that… tell us that…

Information may now be viewed as being “good enough” by the user whether it is “THE” answer or not –

the user may no longer care about the level of authenticity, if the answer provided is “good enough” from their perspective.

Marketplace Trends 2006Marketplace Trends 2006

The 2003 OCLC Environmental Scan is now a historical document

Oh, by the way, that means it’s old and in the past !

So what should we expect in the 2008 Environmental Scan?

But wait But wait ―― there’s more!!!... there’s more!!!...

The findings indicate that information consumers view libraries as places to borrow print books, but they are unaware of the rich electronic content they can access through libraries. Even though information consumers make limited use of these resources, they continue to trust libraries as reliable sources of information.

Perceptions of Libraries

and Information Resources (2005)

Cultural trends versus library Cultural trends versus library realities…realities…

Let’s take a few moments to explore the speed of trends in consumer focused technologies and cultural behavior

How many of us are planning services for these users?

Slide from a 2001 Slide from a 2001 presentation:presentation:

Slide from 2004 presentationSlide from 2004 presentation

And in September 2005 ...And in September 2005 ...

Then one month later...Then one month later...

The marketplace expands and The marketplace expands and converges at the same time...converges at the same time...

VCAST

Understanding the speed of Understanding the speed of technology trendstechnology trends

As the “gizmos” keep changing, entirely new markets and ways of doing things become commonplace almost overnight !

An Interesting Experiment...

Stop and think about this...Stop and think about this...

The 57,000,000 MARC records of OCLC WorldCat will fit in 24 Gigabytes of a 40 Gig Ipod with a lot of room left over (It’s actually been done according to

Gary Houk of OCLC) So what’s next?

Another slide from a 2001 presentation:

Moving beyond the simple I-Pod Moving beyond the simple I-Pod world...world...

Mobile devices are converging on and within the overall information marketplace

It isn’t just Apple computer that is in this business and there are already billions being made...

A slide from a 2003 presentation

Same Web site Same Web site − − 20062006

Same Web site Same Web site − − 20062006

Another I-Pod competitor...Another I-Pod competitor...

Award winning I-Pod Award winning I-Pod competitor...competitor...

The real move to portable The real move to portable media...media...

THIS WEEK 2006 web siteTHIS WEEK 2006 web site

TIVO jumps in...TIVO jumps in...

DISH-TV won’t be left out...DISH-TV won’t be left out...

More and more mobility...More and more mobility...

Not to mention...Not to mention...

Mobile computing from Sony...Mobile computing from Sony...

Windows based portable Windows based portable media...media...

Stop and think about thisStop and think about this

If WorldCat will fit in your pocket and everything is connected to everything else ― what are the implications for libraries ?

Is this a reality for the far future? Or only a few moments from yesterday!

Now, a moment to ponder…Now, a moment to ponder…

We are not that far from a TERABYTE (1000 Gig) in the pocket! (probably within five years)

How soon can we start planning library service for PetaByte (1000 TeraBytes) resources in the pocket? (probably within ten years)

However, we probably don’t need to think about ExaBytes for a couple of years yet.

Or, maybe ExaBytes will be here pretty Or, maybe ExaBytes will be here pretty quicklyquickly

But wait But wait ― ― Let’s talk a little Let’s talk a little more about research…more about research…

Have you looked closely at your versions of Windows Office products?

Have you found the <RESEARCH> button in Word 2003?

Let’s take a quick peek…

And if we are going to talk about And if we are going to talk about research…research…

We must mention the impact of

                

 

Google's mission is to organize the world's

information and make itand make it universally accessible and

useful.

OCLC exists to further access to the world’s information and reduce library costs by offering services for libraries and their

users.

An interesting comparison...An interesting comparison...

So… what’s next?????So… what’s next?????

The Successor(s) to Google? Faceted Searching Approaches? Clustered Searching Approaches? ???

Big trends on the way... Big trends on the way...

User based meta-tagging Personalization moves to “steroid”

levels Social software ???

Important trends for 2006 - Important trends for 2006 - Some core things that really do Some core things that really do mattermatter

Realizing that the very latest “gizmos” will continue to change every few months

Realizing that it’s not about the technology, it’s about the people! And the way they live

Beginning to take REAL action on the critical need to move past the illusion of site bound librarianship

The Library place in all of The Library place in all of this…this…

We have a lot to offer, but we must be noticed first!

Can we move fast enough? And how do we do any of this with

no additional resources?

OBTW -- Did you notice?

OBTW – Another interesting thing

OBTW – One more interesting thing

The Library place in all of The Library place in all of this…this…

How much of the content of the three previous slides is already included in your online catalog?

Is the online catalog a RELEVANT place to put such access?

How much of the content of the three previous slides are you planning to present to your users in the next year?

How many of your staff use this?How many of your staff use this?

Catalogablog as a source of Catalogablog as a source of what’s going on out there....what’s going on out there....

Catalogablog as a source of Catalogablog as a source of what’s going on out there....what’s going on out there....

Another Library Blog...Another Library Blog...

The Library place in all of The Library place in all of this…this…

Just how are we viewed within popular culture as an information resource?

Table 5: Comparing online information searching to library use

Use internet more than library 73%

Use Internet and library about the same

16%

Use Internet less than library 9%

Don’t know 2%

Source: Pew Internet & American Life Project College Students Survey, n=1032. Margin of error is ±3.5%.

Jones, Steve. The Internet Goes to College: How students are living in the future with today’s technology. Pew Internet & American Life Project, Washington, D.C., 2002.

Social

landscape

ARL Statistics

Total reference transactionsTotal reference transactions

Association of Research Librarieswww.arl.org

Note: M. Kyrillidou and M. Young. (2002).ARL Statistics 2000-01. Washington, DC: ARL, p.7.

Social

landscape

ARL Statistics

Total reference transactionsTotal reference transactions

Association of Research Librarieswww.arl.org

Note: M. Kyrillidou and M. Young. (2002).ARL Statistics 2000-01. Washington, DC: ARL, p.7.

www Google

Napster

Yahoo! Amazon

Digital Camera iPod

Social

landscape

ARL Statistics

Association of Research Librarieswww.arl.org

Note: M. Kyrillidou and M. Young. (2002).ARL Statistics 2000-01. Washington, DC: ARL, p.7.

Total circulation transactionsTotal circulation transactions

Social

landscape

ARL Statistics

Association of Research Librarieswww.arl.org

Note: M. Kyrillidou and M. Young. (2002).ARL Statistics 2000-01. Washington, DC: ARL, p.7.

Total circulation transactionsTotal circulation transactions

wwwYahoo!

Google

Napster

Amazon

Digital Camera iPod

Yet, at the same time public Yet, at the same time public library use is going through the library use is going through the roofroof

E-Resource use vs. CIRC use − E-Resource use vs. CIRC use − Florida Community CollegesFlorida Community Colleges

1993

/199

4

2005

/200

6

0

5

10

15

20

25

Millions

21,007,0442,444,519Electronic

Resources

1,442,403

2003/2004

1,330,906Circulation

1993/1994

 Florida Community Colleges

Total Total GoogleGoogle Searches Searches

by students, facultyby students, faculty

and librariansand librarians

Ten Years of Activity:Ten Years of Activity:Print vs. ElectronicPrint vs. Electronic

Taking a closer look at the Taking a closer look at the users in the overall users in the overall InfomarketInfomarket

How can we best serve users that seek information through Google as a starting point?

How many of us start with Google? Where do we fit? Where CAN we fit?

Generations approach Generations approach technologytechnology

When digital immigrants (that’s us folks) use a PC, the main focus is e-mail, word processing, and a bit of Web searching

When digital natives (the“Millennials”) use internet capable devices (PC’s, Cell phones, PDA’s etc) they are “connected to the world” – it is a lifestyle

Traditional library roles in the Traditional library roles in the Infomarket still remainInfomarket still remain

Access (proprietary and free) Assistance (off-site and in-person) Instruction Collection Building (print and

electronic)

New implications demanding New implications demanding our attentionour attention

Information is no longer site bound Information support services (like

libraries) have been traditionally site bound

The more that becomes available electronically, the more that is expected to be available already

The library role in the overall information marketplace is increasingly less secure

New implications demanding New implications demanding our attentionour attention

Why do we think that our users want information in the containers we provide?

We need to understand that information “foraging” is a valid lifestyle practiced by most of our culture?

When people think of the Internet as a lifestyle, do they still think of the library as a place?

Points for libraries to consider Points for libraries to consider in the changing Infomarket in the changing Infomarket

Providing service to users you may never see

Thinking in terms of “market share” Collaboration being the long term

key for library survival

Points for libraries to consider Points for libraries to consider in the changing Infomarket in the changing Infomarket

Providing service to users you might occasionally see

Packaging content in multiple integrated ways (the world is now one of “and’s” not “or’s”)

Providing service to users you never see The “window of opportunity” to move

libraries into a “webby lifestyle” may be a small one

Points for libraries to consider Points for libraries to consider in the changing Infomarket in the changing Infomarket

Collaborating for digitization projects Collaborating for online reference services Collaborating to create large scale online

collections of e-content Collaborating for harvesting and meta-

tagging projects Collaborating to train for the future Collaborating for all the reasons that

libraries have always been the models of cooperation

A challenge from youth?A challenge from youth?

Current teen-age slang term: “TMI” Meaning “Too Much Information” –

you are telling me more than I want to know. Please stop.

-- Charles Darwin

““It is not the strongest of the species that survives,It is not the strongest of the species that survives,nor is it the most intelligent, nor is it the most intelligent,

but those who are most responsive to change.”but those who are most responsive to change.”

-- Cathy De RosaJanuary 26, 2005January 26, 2005

““Change Change is is

just just plain plain

exhausting!”exhausting!”

thank you thank you

for your interest for your interest

and attention.and attention.

Now it’s up to you to do the really hard Now it’s up to you to do the really hard work – work – thinking and planning for our thinking and planning for our

future...future...